Ethnographic methods don't make an ethnographer - UX Australia 2016
FROM AUDIENCE ETHNOGRAPHER TO STRATEGIC COMM EVALUATOR YSTAD-ØRECOMM SEMINAR, 1-2 JUNE 2012.
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Transcript of FROM AUDIENCE ETHNOGRAPHER TO STRATEGIC COMM EVALUATOR YSTAD-ØRECOMM SEMINAR, 1-2 JUNE 2012.
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F R O M A U D I E N C E E T H N O G R A P H E R T O S T R AT E G I C C O M M E VA LUAT O R
Y S TA D - Ø R E C O M M S E M I N A R , 1 - 2 J U N E 2 0 1 2
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REVIS IT ING ME DIA E THNOGRAHY
From PTR (telenovelas) and ‘formation of
publics’ (gaucho-study with theorists as
J.Gonzalez, Giddens, Bourdieu, Bertaux,
Audience Research Scholars as Lull) to
extreme synchronism and immediate
gratification studies
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THE SWINGING PENDULUM
From synchronic to synchronic
and diachronic and back again
From identity studies to social
change studies to citizen
engagement to…
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CHANGING FOCUS
From audience studies to studies of
citizen engagement
From ‘sense-making’ studies to studies of
deliberation and participation
From single media to multi-media studies
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METHODS?
Do they remain the same?
Can methods used to
‘understand’, unpacking sense-
making and identity formation be
used explore and assess social
change?
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METHODS
A variety for media use (media diaries, photo-
ethnography, screening sessions, FGDs, obsevation,
Ind.Interviews, surveys)
Connected to:
Family history interviews, document analysis for
diachrony of families
Urban history studies, Media development studies
Study of program supply
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BRIDGING TO NEW CHALLENGES
How much of audience studies and media
ethnography can be use in my Tanzania study?
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TANZANIA STUDY
To assess the current situation of youth and to assess
how youth experience, make use of and engage in civil
society-driven media and communication platforms
(analogue or digital) and how this connects to
participation in public debate and governance processes
To analyse content and what the above mentioned
media and com. platforms do/produce, and how socially
inclusive the production processes are
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TANZANIA STUDY
To analyse what mechanisms are developed to hold
governments accountable and transparent (what
advocacy strategies do the involved civil society
organisations have, if any?)
To analyse how civil society organisations ensure
their own accountability to the groups of citizens the
advocate on behalf of